Preppy A&F breaks out of its slump
Mar 9, 2018-Abercrombie & Fitch’s flagship brand had its first quarterly sales gain for a key measure in five years, offering encouraging evidence that its overhaul is working to attract shoppers. The company overall posted better-than-expected results for the holiday season period, led by the performance of its surfer-inspired Hollister brand. Its shares soared 13 percent. The results indicate that A&F’s heavy marketing and fashion overhaul are helping as the teen retailer looks to regain the momentum it had before the Great Recession and compete with Amazon and fast-fashion players like H&M. “2017 was about stabilization,” CEO Fran Horowitz told The Associated Press. “2018 is a year of investment. We are so pleased with our progress. “As part of its changes, A&F has ended its reliance on shirtless models and lifted a strict “look policy” for store employees, turning its focus to customer service and improving its e-commerce business. It has also closed poorly performing stores. At its 150 remodeled Hollister locations, storefronts are lighter and more open, with lower sight lines so sales associates can see shoppers better. New Abercrombie & Fitch prototypes have no doors at mall locations to be more inviting, have bigger and brighter fitting rooms, and an intercom system so shoppers can request help.
Published: 09-03-2018 09:19